Branding on Site: Customer Relationships in the Digital Marketplace

Done in collaboration with a Working Group of branding / marketing executives from 12 U.S. companies, this study examines how major firms are adjusting their branding strategies to embrace the Web as a new communications channel.

Document Highlights 

Use of the Web can enhance a company’s ability to reach its employees, customers, and other extended partners. This report, based on a survey and interviews with executives in 60 major firms, focuses on customers—examining the challenges of moving brands and the branding process to a new channel.

Topics covered:

• From Experimentation to Strategy: An Historical Overview
• Aligning the Organization and Its Brands
• Choosing the Right Tactics, Online and Off
• Measuring Progress, Enabling Success

Special features:

• Key Findings
• Executive Summary
• Survey Participant Profile
• Sponsors, Participants, and Speakers
• Key Questions for Re(Assessing) Your Online Branding